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Volumn 48, Issue 3, 2005, Pages 215-222

Entrepreneurs: Invent a new brand name or revive an old one?

Author keywords

Brand acquisition; Brand image; Brand revival; Brand value; Brands; Licensing; Nostalgia

Indexed keywords


EID: 17544376965     PISSN: 00076813     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.bushor.2004.10.025     Document Type: Article
Times cited : (16)

References (17)
  • 1
    • 17544378470 scopus 로고    scopus 로고
    • (October 10). Personal interview with Tom Bendheim, Chief Executive Officer, Rheingold Brewing, New York, NY
    • Bendheim, T. (2003, October 10). Personal interview with Tom Bendheim, Chief Executive Officer, Rheingold Brewing, New York, NY.
    • (2003)
    • Bendheim, T.1
  • 2
    • 17544375355 scopus 로고    scopus 로고
    • (November 13). Personal interview with Sam Caputo, Director of Advertising, LG Electronics U.S.A., Englewood, NJ
    • Caputo, S. (2003, November 13). Personal interview with Sam Caputo, Director of Advertising, LG Electronics U.S.A., Englewood, NJ.
    • (2003)
    • Caputo, S.1
  • 4
    • 17544369439 scopus 로고    scopus 로고
    • (November 26). Personal interview with Jay Foreman, Chief Executive Officer, Play Along Toys, Deerfield Beach, FL
    • Foreman, J. (2003, November 26). Personal interview with Jay Foreman, Chief Executive Officer, Play Along Toys, Deerfield Beach, FL.
    • (2003)
    • Foreman, J.1
  • 5
    • 1442352591 scopus 로고    scopus 로고
    • Exploring the impact of product category risk and consumer knowledge in brand extensions
    • K. Gronhaug L. Hem & R. Lines Exploring the impact of product category risk and consumer knowledge in brand extensions Journal of Brand Management 9 6 2002 463-476
    • (2002) Journal of Brand Management , vol.9 , Issue.6 , pp. 463-476
    • Gronhaug, K.1    Hem, L.2    Lines, R.3
  • 6
    • 17544378130 scopus 로고    scopus 로고
    • (February 8). Personal interview with Jeffrey Himmel, Chief Executive Officer, The Himmel Group, New York, NY
    • Himmel, J. (2004, February 8). Personal interview with Jeffrey Himmel, Chief Executive Officer, The Himmel Group, New York, NY.
    • (2004)
    • Himmel, J.1
  • 7
    • 17544376769 scopus 로고    scopus 로고
    • (November 17) Personal interview with Chris Johnson, Brand Manager, St. Joseph Aspirin, McNeil Consumer Healthcare Products Ft., Washington, PA
    • Johnson, C. (2003, November 17). Personal interview with Chris Johnson, Brand Manager, St. Joseph Aspirin, McNeil Consumer Healthcare Products Ft., Washington, PA.
    • (2003)
    • Johnson, C.1
  • 9
    • 17544378586 scopus 로고    scopus 로고
    • (October 6). Personal interview with Jim Kelly, Senior Vice President of Marketing and Sales, Combe, White Plains, NY
    • Kelly, J. (2003, October 6). Personal interview with Jim Kelly, Senior Vice President of Marketing and Sales, Combe, White Plains, NY.
    • (2003)
    • Kelly, J.1
  • 10
    • 17544377786 scopus 로고    scopus 로고
    • (November 13). Personal interview with Matthew Mark, Chief Financial Officer of Active Apparel, New York, NY
    • Mark, M. (2003, November 13). Personal interview with Matthew Mark, Chief Financial Officer of Active Apparel, New York, NY.
    • (2003)
    • Mark, M.1
  • 11
    • 17544369180 scopus 로고
    • Running the brand marathon
    • W. Marx Running the brand marathon Brandweek 36 22 1995 27-28
    • (1995) Brandweek , vol.36 , Issue.22 , pp. 27-28
    • Marx, W.1
  • 12
    • 17544375930 scopus 로고    scopus 로고
    • (November 4). Personal interview with Rich Owen, Chief Executive Officer, Redox, West Chester, OH
    • Owen, R. (2003, November 4). Personal interview with Rich Owen, Chief Executive Officer, Redox, West Chester, OH.
    • (2003)
    • Owen, R.1
  • 13
    • 17544377681 scopus 로고    scopus 로고
    • The high-risk, big-reward world of brand revitalization
    • C. Palmer The high-risk, big-reward world of brand revitalization Beverage World 118 1671 1999 96
    • (1999) Beverage World , vol.118 , Issue.1671 , pp. 96
    • Palmer, C.1
  • 14
    • 17544373111 scopus 로고    scopus 로고
    • (November 4). Personal interview with Barbara Scott, Chief Marketing Officer, Hush Puppies, div. of Wolverine Worldwide, Rockford, MI
    • Scott, B. (2003, November 4). Personal interview with Barbara Scott, Chief Marketing Officer, Hush Puppies, div. of Wolverine Worldwide, Rockford, MI.
    • (2003)
    • Scott, B.1
  • 15
    • 17544366032 scopus 로고    scopus 로고
    • (December 11). Personal interview with Tom Spring, Vice President and General Manager, Grocer Division, Pinnacle Foods, Mountain Lakes, NJ
    • Spring, T. (2003, December 11). Personal interview with Tom Spring, Vice President and General Manager, Grocer Division, Pinnacle Foods, Mountain Lakes, NJ.
    • (2003)
    • Spring, T.1
  • 16
    • 17544371091 scopus 로고    scopus 로고
    • The marketing of no marketing
    • June
    • R. Walker The marketing of no marketing New York Times Magazine 22, June 2003 42-45
    • (2003) New York Times Magazine , vol.22 , pp. 42-45
    • Walker, R.1
  • 17
    • 0010144575 scopus 로고    scopus 로고
    • Making old brands new
    • B. Wansink Making old brands new American Demographics 19 12 1997 53-58
    • (1997) American Demographics , vol.19 , Issue.12 , pp. 53-58
    • Wansink, B.1


* 이 정보는 Elsevier사의 SCOPUS DB에서 KISTI가 분석하여 추출한 것입니다.